competition intensity in market place and perceived importance of customer retention for organizations has inclined them to develop and maintain enduring relation with customers. according to marketing scholars, relationship marketing is the best strategy for doing so. in this article the contribution of relationship marketing underpinnings namely, commitment, trust, communication, and conflict...

Aim: In this era of globalisation characterised with rapid spread and usage of Information Communication Technology (ICT) and the capacity to store personal information, the issue of information privacy is becoming an increasing concern. In this study, the attitude of Black South African Generation Y students towards information privacy in relation to loyalty card usage was examined. Method: A ...

Loyalty and targeting are central topics in Customer Relationship Management. Yet, the information that resides in customer databases only records transactions at a single company, whereby customer loyalty is generally unavailable. In this study, we enrich the customer database with a prediction of a customer's behavioral loyalty such that it can be deployed for targeted marketing actions witho...

The convenience of banking via the Internet is allowing the growth of multiple banking relationships while maintaining an everyday account with another bank. Denton and Chan (1991) defined this kind of multiple banking as being conducted where people employ two or more bankers to handle their personal financial affairs. Gerrard and Cunningham (1999) indicated that socio-economic characteristics...

As Chinese game market growing mature, cultivating loyal game users has become the new goals for game companies. Based on the theory of game users experience, this paper constructs the structural model of customer with the variables of perceived value, customer satisfaction and customer loyalty and studies the relationship between the game users’ hedonic/utilitarian value and customer satisfact...

A network effect exists in many industries (e.g., newspaper publishing, media, software) in which a seller sells both a primary and a secondary product (e.g., a newspaper publisher sells newspapers to readers and advertising space to advertisers), and the value of the secondary product depends on the size of the user base of the primary product. This paper examines the competitive implications ...

This paper develops a theoretical framework to examine the relationship between e-tail quality dimensions, customer satisfaction and loyalty. Data from a survey of 415 online consumers were used to test the research model. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to demonstrate the reliability and validity of the measurement model, and the Structur...

Obligation is displayed toward rules or requirements of formalized roles stemming from membership in society, whereas loyalty is shown to persons and is founded upon communal commitment to them. Loyalties entail obligations, but the converse does not necessarily hold. While one may have obligations toward everyone, it is neither conceptually nor psychologically possible to be loyal to all perso...